Does it seem like customers just don’t “get” you? Ever feel like you’re throwing content at the wall, and nothing’s sticking?
You might think only the wave of a magic wand could save your brand and content. Fortunately, it’s simpler — and more straightforward — than trying to become a real-life wizard.
It’s time to think strategically.
My approach to strategy is two-fold: develop a brand messaging framework that centers your customer, and create content that serves that audience.
Your business needs more than a great logo and iconography. You also need a message that will reach your prospects and buyers and leave them spellbound.
I’ve worked alongside veterans from Fortune 100 enterprises to craft compelling brand messaging that spans audiences and product lines. But these methods aren’t only for the biggest companies. Any size business can benefit from crystal clear messaging and a deeper understanding of the impact they want to have on the world.
Here’s a peek into my brand messaging process:
1. “Know thyself”…
The first step: understanding your business. Who are you? What do you offer? What goals do you want to achieve?
2. … Know your customer…
Next, we’ll look at your customers and the markets you cater to. From there, we’ll create any relevant buyer or user personas and study your competitors.
3. … And speak their language
When we have the right customers and markets targeted, we can craft messaging that speaks directly to them. I’ll show you how to develop your mission statement, value propositions, brand story, and other key messaging.
Once you’ve built your brand, how do you keep your audience coming back for more? Continue telling them the stories you want to tell — and that they want to hear.
Next, you need content that works hand-in-hand with your brand.
I define content strategy as a step-by-step process that brings powerful storytelling to the right audience at the right time.
While every business is different, there are several steps any business can take to get the most out of their content.
Here’s how I’ll guide your content strategy:
1. Perform a content audit
First, we’ll take a look at what you’ve already created and which resources (human or otherwise) that you have to make more, fix what you have, or start from scratch.
2. Get clear on guidelines
Next, we’ll develop documentation that lays out what you want from your content — who it serves, what it says, why you’re making it, and how your voice & tone sounds, too.
3. Plan your editorial calendar
If you know your brand (see above), then you know your audience. Here we’ll find topics that readers will care about so that you can keep them coming back for more.
4. Implement your content strategy
Here’s where we determine how to best create, distribute, promote, and measure your content. (Need help filling in those gaps? I’ve got you covered there as well.)
5. Revisit and refine
Strategy doesn’t stop when the content goes live. We’ll work to continually discover places to repurpose your content or tweak it to keep it relevant. We can also alter your editorial calendar based on our findings.
Begin your brand and content journey
Ready to give your brand and content the TLC they deserve? Contact me to get started on your strategy.